Social Media for Behaviour Change (SM4BC) Toolkit

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What do we mean by "social media"?

We mean many different types of digital platforms, essentially websites and apps that connect people to each other, allowing them to easily share and interact around ideas, information and content they create.

Who is this toolkit for?

This toolkit is designed to be helpful to anyone who wants to use social media to bring about positive behaviour change regarding disaster risk reduction among people in their community or other groups they serve.

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How should you use this toolkit?

The toolkit is designed as a flowchart to lead you through the key questions that need to be answered in order to be successful in using social media for behaviour change.

How to use the SM4BC Toolkit?

The content and examples in the toolkit are geared towards those working in the areas of disaster preparedness and disaster risk reduction, with a special focus on issues related to the Latin America and Caribbean region. However, the core concepts are applicable across the board, no matter what type of behaviour change you are working towards or where in the world you happen to be.

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Why would you use this Toolkit?

Social Media for behaviours change

Four basic ways to access your efforts on BC

Factors influencing behaviour change

Behaviours are connected to each other

Behaviour change objectives

UNDERSTANDING THE STEPS

View Steps

Flowchart

Testing Graphic For SM4BC April-01

What is your organization trying to accomplish on social media

Get specific about the problem to be addressed

Identifying your priority audiences and tailor your outreach

Clearly defining the behaviour to be promoted via social media

Design your messaging and approach to increase the chances of success

Each message you post should have a reason behind it.

Match the style and type of content audiences want to see on specific channels

Create a set of policies that will guide your social media activity.

Measure your success by the outcomes according to your original objectives.

Download Sections

Each section includes an online fillable worksheets.

Section 1

Who are you?

Contents

  • 1A What is your Organization’s Mission?

  • 1B Are you currently using social media?

  • 1C How does social media fit into your organization’s communication strategy?

  • 1D How are you currently coordinating communications with stakeholders/partners?

  • 1E How effective is your current social media approach?

  • 1F What is your organization’s capacity for social media activities?

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Section 2

What do you want to accomplish?

Contents

  • 2A What is the problem you want to address? 
  • 2B What are the factors that contribute to the problem? 
  • 2C Which factors are changeable via SM4BC? 
  • 2D What are your social media objectives? 
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Section 3

Who do you need to reach?

Contents

  • 3A Whose behaviours need to change? 
  • 3B What can you learn about your priority audience(s)? 
  • 3C Who are the people who most influence your priority audience? 
  • 3D What are they doing and saying online? 
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Section 4

What do you want them to do?

Contents

  • 4A What behaviours will help meet your objectives? 
  • 4B How will you choose which behaviours to prioritize? 
  • 4C How will you design the behaviour to maximize change? 
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Section 5

What can you do to help their behaviour change?

Contents

  • 5A What can we do to influence their behaviour? 
  • 5B What are their main barriers to adopting the behaviour? 
  • 5C What are their main motivators to adopting the behaviour? 
  • 5D What are the social factors that influence adopting the behaviour? 
  • 5E What are the windows of opportunity to cue the behaviour? 
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Section 6

What will your messages say?

Contents

  • 6A What is the purpose of this message? 
  • 6B How will you match the message to the behavioural levers? 
  • 6C How will you make the message memorable? 
  • 6D How will you make the message actionable? 
  • 6E How will you construct your post? 
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Section 7

How will you create your content for your posts?

Contents

  • 7A Which social networks will you use?
  • 7B Will you create text-based posts? 
  • 7C Will you create graphics? 
  • 7D Will you create video or audio content? 
  • 7E How will you make the post accessible to all? 
  • 7F Is the content ethically and culturally appropriate? 
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Section 8

How will you engage your community?

Contents

  • 8A What guidelines and policies will you use to guide your activities? 
  • 8B How will you monitor audience needs and emerging trends? 
  • 8C How will you engage with your audience on social media? 
  • 8D How will you tailor and deliver content to specific audiences? 
  • 8E How will you track community engagement? 
  • 8F How will you use data to continually refine your approach? 
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Section 9

How will you know if you're successful?

Contents

  • 9A What metrics will you use to assess success? 
  • 9B How will you connect your activities to behaviour change? 
  • 9C How will you carry out your evaluation research? 
  • 9D How will you use the results to improve your efforts? 
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Resources

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Getting Started with Social Media

A Guide for Nonprofit Organizations and Government Agencies

Jamaica Red Cross, alongside The Nature Conservancy, recently visited the Old Harbour community to continue Enhanced Vulnerability & Capacity Assessments (EVCA) as part of the Resilient Islands project.

Solve the Right Problems

7 Steps to Ensure you solve the right problems

Grenada Red Cross continues its first aid trainings as part of the Resilient Islands project

Priority Audiences

How to Identify Your Priority Audiences

Since September 20, 2020 Sangay Volcano has reported an increase in activity. The Ecuadorian Red Cross together with local authorities have been monitoring the situation and helping 378 families affected by the ashfall with financial support to cover their basic needs and protect their livelihoods.

Designing for Behavior Change: A Practical Field Guide

Understanding the principles of Designing for Behavior Change

El Cardón, Venezuela. Mayo 2019. Jornada de salud comunitaria en El Cardón. Se prestaron servicios de triaje, desparacitación, toma de presión arterial, consultas de medicina general, consultas de pediatría. También se contó con un puesto de farmacia en el que los pacientes podían retirar medicamentos. Foto por: Cruz Roja Venezolana El Cardón, Venezuela. May 2019. Community health check in the community of El Cardón. Among the services delivered were: triage, desparacitation, blood pressure check, general medical consultations and pediatric consultations. There was a pharmacy post where patients could withdraw medicines. Photo by: Venezuelan Red Cross

Ways to Apply Behavioural Insights

EAST: Four Simple Ways to Apply Behavioural Insights

Magum/Overland, St. Vincent and the Grenadines: Red Cross volunteer, Husnecher Edwards, speaks with a resident during a distribution of mosquito repellents and nets to try and curb the spread of dengue in Magum/Overland. People in this community are dealing with a three major stresses – the COVID-19 pandemic, a dengue outbreak, and living in the shadow of La Soufrière, the volcano that is showing signs of an imminent eruption. Red Cross teams are providing information and staying safe, healthy, and being prepared for all of these disasters.

Messaging Map for Social Media

How to Create a Messaging Map for Social Media Engagement

201910; Caracas, Venezuela; Venezuelan volunteers day in a life story; Volunteer Saipaci Aponte

Managing a Social Media Community

Tips for Managing Social Media Engagement & the Social Media Community 

Fiamma Sass, 27, originally from Argentina and Lisbeth Encarnacion, 18, from the Dominican Republic speak with a group of young people from Italy and Andorra about coronavirus and social distancing in Barcelona's old city. - As Covid-19 spikes again in many European cities, young volunteers hit the streets of Barcelona, trying to cool down the pandemic’s spread by bringing a healthy message to the places where young people hang out. Since the beginning of August, the Catalan branch of the Spanish Red Cross team has observed almost 115.000 young people. Of those, roughly half were wearing their masks correctly. The teams in Barcelona and its surrounding area have distributed roughly 70,000 masks out of more than 800,000 masks the Spanish Red Cross across the country.

Social Media & Accessibility

Designing for Accessibility 

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Evaluating Social Media Efforts

Evaluating Social Media Efforts: One Approach to Consider 

Dommages à la suite du passage de la tornade à Gatineau

Detecting Disaster Root Causes

A Framework and an Analytic Tool for Practitioners

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How to use Social Media for Market Research

7 Tips on How to use Social Media for Market Research

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Developing a Communications Plan

Nine Steps to Develop a Communications Plan

Red Cross volunteers doing an exit survey with a community member in Anse D’Hainault, Haiti, to ask if she’s satisfied with the Red Cross distribution process and what she’s received. Listening to communities and tailoring assistance to their needs is an important part of every Red Cross intervention

What is Social Listening?

What is Social Listening, Why it Matters, and 10 Tools to Make it Easier

201910; Caracas, Venezuela; Venezuelan volunteers day in a life story; Volunteer Saipaci Aponte

Fostering Sustainable Behaviour

Selecting Behaviours for your communications plan

Mabaruma, Guyana: The Guyana Red Cross team hangs posters about proper mask use and the importance of regular handwashing, in the town of Mabaruma. The Red Cross in Guyana is spreading facts about staying safe and healthy during the pandemic.

Crisis and Emergency Risk Communication

CERC: Crisis and Emergency Risk Communication & Community Engagement 

The Antigua and Barbuda Red Cross recently distributed 350 packages comprising hand sanitizers, masks and anti-bacterial wipes to students, teachers and auxiliary staff members of the Holy Trinity Primary and Sir McChesney George Secondary schools in Barbuda

The Behavior Wizard

The Behavior Wizard can help you design for successful behavior change

El Cardón, Venezuela. Mayo 2019. Jornada de salud comunitaria en El Cardón. Se prestaron servicios de triaje, desparacitación, toma de presión arterial, consultas de medicina general, consultas de pediatría. También se contó con un puesto de farmacia en el que los pacientes podían retirar medicamentos. Foto por: Cruz Roja Venezolana El Cardón, Venezuela. May 2019. Community health check in the community of El Cardón. Among the services delivered were: triage, desparacitation, blood pressure check, general medical consultations and pediatric consultations. There was a pharmacy post where patients could withdraw medicines. Photo by: Venezuelan Red Cross

Building Motivation over Time

Steps for strengthening motivation over time

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Text and Visual Content for Social Media

How to Combine Text and Visual Content for Better Social Engagement

In Salta, Argentina, the Red Cross has worked since 2020 to increase water access. The Argentine Red Cross base camp began operating on February 27, 2020. Day by day, approximately 60,000 liters of water are purified, stored and distributed, that gives a total of 8,200,000 liters of safe water distributed to date.

Formative Research for Assisting Behaviour Change

Learning about people, places & perceptions for effective assisting behaviour change programming

Magum/Overland, St. Vincent and the Grenadines: Joselle Sutherland, St. Vincent and the Grenadines staff, prepares for a distribution of supplies and information in Magum/Overland. People living in this community are dealing with a three major stresses – the COVID-19 pandemic, a dengue outbreak, and living in the shadow of La Soufrière, the volcano that is showing signs of an imminent eruption. Red Cross teams are providing information and staying safe, healthy, and being prepared for all of these disasters.

Social and Behavior Change Communication

Social and Behavior Change Communication for Emergency Preparedness

Guatemala. January 2020 The Guatemalan Red Cross provided humanitarian assistance to migrants during the mass mobilization to the north through Central America. Among the services provided were first aid services, pre-hospital care, psychosocial support, psychological first aid, distribution of safe drinking water, free telephone calls and guidance and information. Guatemala. Enero 2020 Cruz Roja Guatemalteca presta asistencia humanitaria a personas migrantes durante la movilización masiva hacia el norte a través de América Central. Entre los servicios prestados figuran servicios de primeros auxilios, atención prehospitalaria, apoyo psicosocial, primeros auxilios psicológicos, distribución de agua potable, llamadas telefónicas gratuitas y orientación e información. Cruz Roja Guatemalteca

How to Use StoryTelling for Engagement

Social Media 101: How to Use StoryTelling for Social Media Engagement

The Antigua and Barbuda Red Cross recently donated personal protective equipment (PPE) such as KN95 masks, face shields, and medical gowns, as well as disinfectants to the Antigua & Barbuda Fire Department to help them in their COVID-19 response.

Social Media Checklist

Social Media Checklist For Emergencies and Disasters Response

Guatemala. January 2020 The Guatemalan Red Cross provided humanitarian assistance to migrants during the mass mobilization to the north through Central America. Among the services provided were first aid services, pre-hospital care, psychosocial support, psychological first aid, distribution of safe drinking water, free telephone calls and guidance and information. Guatemala. Enero 2020 Cruz Roja Guatemalteca presta asistencia humanitaria a personas migrantes durante la movilización masiva hacia el norte a través de América Central. Entre los servicios prestados figuran servicios de primeros auxilios, atención prehospitalaria, apoyo psicosocial, primeros auxilios psicológicos, distribución de agua potable, llamadas telefónicas gratuitas y orientación e información. Cruz Roja Guatemalteca

Behaviour Change 101 Series

Five Steps to Select the Right Behaviour/s to Target 

El Cardón, Venezuela. Mayo 2019. Jornada de salud comunitaria en El Cardón. Se prestaron servicios de triaje, desparacitación, toma de presión arterial, consultas de medicina general, consultas de pediatría. También se contó con un puesto de farmacia en el que los pacientes podían retirar medicamentos. Foto por: Cruz Roja Venezolana El Cardón, Venezuela. May 2019. Community health check in the community of El Cardón. Among the services delivered were: triage, desparacitation, blood pressure check, general medical consultations and pediatric consultations. There was a pharmacy post where patients could withdraw medicines. Photo by: Venezuelan Red Cross

Behavior Change Barrier Analysis

Identify which barriers and motivators have the biggest influence

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Social Platforms Cheat Sheet

Identifying the key differences between social media platforms

Three individuals wearing red Red Cross volunteer/staff shirts and face masks, gathered around a smartphone, seemingly coordinating efforts or accessing information in front of a mural related to humanitarian aid and assistance provided by the Ecuadorian Red Cross.

Using Social Media Monitoring

Using Social Media Monitoring to Enhance Your NGO Impact 

Bahamas Red Cross recently donated a BioFire Film Array Torch machine to the Princess Margaret Hospital to help quickly and accurately diagnose infectious respiratory diseases, including COVID-19.

Social and Behaviour Change Communication Health Programs

Training Manual on Basic Monitoring and Evaluation

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